Promotion

What is promotion?-It equals marketing communication.

-It involves communication about the product the product or service.

-Promotion is an element in the marketing mix.

-Communication techniques aimed at informing, influence and persuading customers to buy or use a particular.

Advantages 1. Advertising

1.Wide coverage

2.Control of

message3.Repetition means

that the message

can be communication

4.Can be used to

build brand loyalty

2. Personal selling

1.High customer

attention

2.Message is

customized

3.Interactivity

4.Persuasive impact

5.Potential for

development of

relationship

6.Adaptable

3. Sales promotion

-Effective at achieving a quick boost to sales.

-Encourages customers to trial a product or switch brands.

4. Merchandising

-Displaying products to maximize sales.

-Operates at the point-of-sale.

5. Public relations-Can achieve favorable publicity about the business.

-Can communicate effectively with customers and other stakeholders.

-Can build the image and reputation of the business and its products, particularly amongst customers.

6. Sponsorship-Sponsoring events that appeal to their market are likely to shape buying attitudes and help generate a positive reaction.

-Promotes the Brand Image.

7. Direct Marketing-Focus limited resources on targeted promotion

-Can personalize the marketing message

-Relatively easy to measure response & success

-Easy to test different marketing message

-Cost-effective if customer database is well managed

Branding!? Branding is establishing an identity for a product that distinguishes it from competitors.The adoption of values, image, awareness, recognition, quality, features, benefits and name for a product.A brand is the sum of the characteristics of a product perceived by user.

Why brand?-To differentiate the product-To aid advertising-To build loyalty-To facilitate recall-To communicate value of the product-To aid recognition-To protect the product-To convey the image of the product

5 products brandedNike-Adidas

Apple

HP

World cup ball

Ipad

Types of advertising

Informative – provides information

Persuasive – to encourage brand switching

Competitive – to point out differential advantages

The 5 M of advertising1.Mission – objectives

2.Money – to pay for the campaign

3.Message – to be delivered

4.Media – choice of advertising media

5.Measure – measuring the impact

1.Print media – newspaper and magazinesAdvantages:

-Widely read

-Short lead time

-Local. Regional and national papers available-Color printing adds to impact

-Inexpensive compared to television

Disadvantages:

-Short life

-Low impact

-Not every group reads a paper

-High costs especially for national newspaper

2. Television Advantages:

1.Large audience

2.Low cost per exposure

3.High impact – color, sound and movement

4.Can target specific groups

Disadvantage:

1.Very high overall cost

2.Limited prime time space

3.Short-lived

4.May not be watched – visual wallpaper

5.Proliferation of channels

6.Reduces audience

7.Conveys only a limited message

3. Radio Advantages:

-Relatively inexpensive

-Can target specific segment

-Relatively mobile

-local

Disadvantage:

-Limited impact

-No vision

-Short life

-Listener’s attention limited

-Audio wallpaper

-Mainly local rather than national

4. Cinema

Advantages:

1.High impact

2.Captive audience

3.Can be specifically targeted

4.Local audience

5.Visual, sound, ,movement

Disadvantages:

1.Limited audience

2.Mainly young audience

3.Short lived message

4.May only be seen once

5. Outdoor

Advantages:

-Repeatedly seen

-Target particular area

-May encourage impulse buying if close to shops

-Local media

Disadvantage:

-Message must be short and simple

-Cannot target socio economic groups

-Rarely attract full attention

-Short lived

-Difficult to measure effectiveness

6. Internet

Advantages:

-Cheap

-Easy to set up

-Easily updated

-Number of hits can be monitored – useful measure of effectiveness

Disadvantages:

-Problems of connecting

-Limited audience

-Technical problems

-Banner adverts not very effective

-Search engine listing can be costly